What does it mean to truly Going Big? For most, it’s about success—earning accolades, reaching the top, or breaking records. But for Will Guidara, Going Big meant something even greater: redefining what it means to serve others, to create unforgettable experiences, and to push the boundaries of what’s possible.
When he took the helm at Eleven Madison Park, the restaurant was good—but not great. It had potential, but potential alone wasn’t enough. Guidara knew that to stand out in one of the most competitive industries in the world, they had to do more than just refine their food and improve their service. They needed to create something that people couldn’t stop talking about—something so extraordinary that it wouldn’t just be the best restaurant experience of the year—it would be one of the best experiences of their lives.
The Moment That Changed Everything
At first, the path to the top seemed obvious: better food, better service, better execution. And it worked—three Michelin stars, a prestigious four-star rating from The New York Times, and a growing reputation as a must-visit fine dining experience. But then came a wake-up call.
When Eleven Madison Park was named one of the top 50 restaurants in the world, most would have celebrated. After all, making the list at all was an achievement. But Guidara didn’t see victory—he saw a challenge. The restaurant had been ranked dead last—#50 out of 50. And that was unacceptable.
For some, that ranking would have been a moment to pause and appreciate how far they’d come. But for Guidara, it was the push he needed to rethink what really mattered. He realized that while the food was exceptional, and the service was technically perfect, the restaurant wasn’t making a real impact on people’s lives.
That night, sitting with his team, he made a bold decision: They weren’t just going to compete for the #1 spot. They were going to change the game entirely.
The Birth of Unreasonable Hospitality
If the greatest chefs in the world were obsessed with their ingredients, Guidara decided he would be obsessed with people. Instead of only focusing on food, he focused on the emotional experience—how people felt when they walked through the door, how they were treated, and what moments they would remember long after they left.
He called it Unreasonable Hospitality—the radical idea that making people feel something mattered just as much as serving the best meal of their lives.
And it wasn’t just a philosophy—it was a way of operating at every level. His team was empowered to go beyond expectations, finding ways to surprise and delight guests in ways no other restaurant had ever done before.
One of the most famous examples? A family from Spain came to dine at Eleven Madison Park. Their kids had never seen snow before. Instead of just offering them a great meal, the team went above and beyond: They found a store still open, bought sleds, and arranged for the family to go sledding in Central Park after dinner, complete with a thermos of hot chocolate.
That’s the kind of experience people never forget. And it’s the kind of thinking that took Eleven Madison Park from #50 to #1 in the world.
The Rule of 95/5—How Small Investments Create Big Impact
Guidara believes that extraordinary moments don’t have to be expensive—but they do have to be intentional. That’s why he follows a principle called the Rule of 95/5:
- 95% of the time, be relentlessly disciplined about every dollar spent.
- 5% of the time, be completely unreasonable—splurge on creating a magical moment.
This principle applies to more than just restaurants. It’s a mindset that anyone, in any industry, can use to Go Big. Whether you’re running a business, leading a team, or even just building relationships, investing a little extra effort in creating unforgettable moments can make all the difference.
Guidara’s philosophy caught fire—not just in hospitality, but in business, leadership, and even pop culture. His book, Unreasonable Hospitality, became a bestseller, inspiring leaders across industries to rethink how they connect with customers and build unforgettable brands.
Even Hollywood took notice. The hit TV show The Bear featured an entire episode inspired by his book, showcasing the transformational power of serving others with intentionality, care, and creativity.
Going Big Beyond the Restaurant Industry
What makes Will Guidara’s story so powerful is that it’s not just about food. It’s about how any leader, in any industry, can create an extraordinary impact by focusing on people.
His journey proves that Going Big isn’t just about talent—it’s about vision, resilience, and a willingness to challenge the status quo. It’s about creating a culture where people feel valued, seen, and inspired to be part of something greater than themselves.
Whether it’s running a world-class restaurant, building a business, or leading a team, the lesson is the same:
- Be relentless in your pursuit of excellence.
- Invest in people as much as you invest in your product.
- Create moments that people will never forget.
Because when you do that, success isn’t just possible—it’s inevitable.
And that’s what it means to truly Go Big. 🚀
